Susan M. Doron
Waxhaw,USA
Summary
Accomplished brand marketing, media, and recruiting professional with a proven track record of driving exceptional results and creating organizational change. Specializing in brand strategy and planning, strategic media planning and buying, and visionary leadership with a strong focus on measurement and performance accountability. Adept at identifying opportunities for growth and implementing innovative strategies to maximize brand visibility and market share. Consistently recognized for delivering impactful campaigns that resonate with target audiences and drive business success.
Overview
29
29
years of professional experience
Work History
Executive Director, Marketing and Communications
Daniels School of Business, Purdue University
12.2019 - Current
- Portfolio management of Marketing, Communications, Alumni Relations/Events, and Undergraduate Recruiting, managing an annual budget of $5MM+
- Realized double-digit YoY increases for undergraduate applications and accepts due to the implementation of digital marketing campaigns and yield strategies over the past four years
- Oversee the creation, design, and implementation of integrated marketing and communications plans that support the business school's strategic plan, brand strategy, and mission, along with a full portfolio of undergraduate, MBA, and specialized MS programmatic marketing
- Lead marketing and communications advisor to the Dean, Associate Deans, operating unit heads, and Purdue colleagues on specific initiatives, challenges, and issues in the area of marketing, communications, and recruiting
- Work with cable networks, print outlets, and professional organizations to place our Dean in programming and at events sharing his expertise
- Responsible for the initial reorganization of disparate marketing and communications units into one cohesive unit with 5 direct reports, 25 staff, and 30 interns
- Leadership of the school's web presence, content generation, and SEO, oversight of outside vendors and advertising agencies
- Primary liaison with university marketing partners and member of the University Brand Council
- Responsible for rebranding the Krannert School of Management to the Mitch Daniels School of Business
- Partner with Athletics to create a personal branding curriculum for athletes to understand and optimize NIL opportunities, and created and support student run Brandmakers group that works with Boilermaker athletes to develop and manage NIL opportunities
- Support the Purdue Marketing Association student group as a mentor and help to secure outside speakers and projects
Media and Market Development Leader
Indiana University
01.2019 - 10.2019
- Member of senior leadership team that led organizational transformation from IU Communications to IU Studios in 4 months
- Delivered cohesive integration of media, social media, research, web strategy and analytics into new media and market development team
- Led a team of 15 FTE's
- Created the first IU Studios analytics team
- Worked with the Communications team to integrate paid/owned/earned media into a more actionable overall strategy
- Led university-wide RFP process to consolidate advertising agencies to reduce cost, and improve service and benefits to university partners
Director, Media Planning
Indiana University
06.2014 - 10.2019
- Hired into newly created position to provide strategic and tactical leadership for Indiana University's integrated media efforts
- Responsible for managing all aspects of integrated media planning and execution
- Hired and managed all external agencies and vendors - local, regional, national and international
- Built relationships with key campus leadership at all levels and worked to increase knowledge on effective media deployment across campuses, schools, units
- Key member of brand refresh and launch, and ongoing brand and creative strategy team
- Led efforts with technology team to create backend analytics models to monitor, analyze and report on campaign results and make recommendations on how to optimize campaign performance
- Planned and executed digital campaigns that averaged over 60% increase in prospective student submissions each year
- Achieved average savings on media of 40% by leveraging multiple university buys and strong negotiation
- Worked with Kelley School of Business, IU Online, and IU Athletics to develop and optimize media strategy, maximizing their media dollars and achieving outcomes consistent with their goals
- Negotiated and managed partnerships with Indiana Pacers/Fever, Indianapolis Colts, and Indianapolis Indians and Fox Sports to drive brand affinity
- Managed an annual budget of $4MM
Adjunct Professor
Butler University
08.2013 - 05.2018
- Created and taught a Media Planning and Buying course, providing instruction to up to 35 undergraduate students each semester
- Built relationships with students, mentoring on personal, professional, and academic goals while providing coaching on effective study habits.
- Worked with agency and media professionals in Chicago and Indianapolis to create case studies for class and forge connections with the students for internships and job opportunities
Media Director
Miller Brooks, Inc
09.2012 - 05.2014
- Hired to reorganize and redesign the media department and elevate it to an integrated and valued part of the agency
- Provided strategic thinking/planning/strategy for all agency accounts
- Manage staff and daily operations of the media department
- Increased media billings by $1.1 million in the first ten months on the job
- Media lead on all new business efforts, ethnography, and brand strategy
- Supervised national, regional, and local accounts, including Rinnai America, Delta Faucet
Media Director
EchoPoint Media
09.2007 - 09.2012
- Provided strategic thinking/planning for all EPM/Young & Laramore clients
- Lead facilitator for brand strategy workshops
- Managed staff and daily operations of EchoPoint Media (25 employees)
- Provided continuing education seminars to all staff throughout EPM and Y&L
- Planned and executed media plan that achieved 10% lift in brand awareness for Indiana Farm Bureau Insurance
- Partnered with NFL, NBA, and MLB teams for clients to drive brand affinity
- Supervised regional, national, and international accounts like Steak n Shake, Delta Faucet IU Health, P&G, Scotts Lawn Service, and Indiana Farm Bureau Insurance
Media Supervisor
TenUnited/Engauge, Inc
09.2003 - 08.2007
- Broadcast Director for Media Departments located in 3 offices in the US, accounting for over $50 million in media spending (30 employees)
- Lead planning and buying supervisor for Perkins Restaurant & Bakery, Huntington Bank, and Donatos Pizza
- Routinely saved clients $700,000 to budget while obtaining an additional 15% of the planned budget back in added value
- Planned, negotiated, and placed media in 11 television markets and 12 radio markets while managing the entire planning and buying team for the agency
- Improved campaign performance with continuous monitoring, analysis, and data-driven optimizations.
Media Planner/Buyer
Stevens, Reed, Curcio, Inc
01.1996 - 12.2003
- Planned and bought all media for a variety of Congressional, Senatorial, and Gubernatorial candidates in statewide races and national issue campaigns, resulting in a better than 90% win rate
- Planned and bought electronic media for Presidential candidate in primary
- Implemented data-driven optimizations to improve targeting accuracy and boost overall campaign results.
Education
Bachelor of Arts - Communications
Purdue University
West Lafayette, INMaster of Science - Higher Education (Administration and Leadership concentration)
Purdue University Global
12-2025
Skills
- Creative Direction
- Content Strategy
- Campaign Management
- Marketing Analytics
- Media Planning
- Web Analytics
- Strategic Planning
- Digital Marketing
- Social Media Marketing
- Project Management
Volunteer Experience
- Purdue Panhellenic Association Judicial Board Mediator
- Alpha Delta Pi Regional Alumnae Association Executive Board Vice President
Activities
- Purdue Panhellenic Association Judicial Board Mediator
- Gamma Epsilon Chapter - Alpha Delta Pi Regional Alumnae Association Executive Board
- Alpha Delta Pi Alumnae - Charlotte
Timeline
Executive Director, Marketing and Communications
Daniels School of Business, Purdue University
12.2019 - Current
Media and Market Development Leader
Indiana University
01.2019 - 10.2019
Director, Media Planning
Indiana University
06.2014 - 10.2019
Adjunct Professor
Butler University
08.2013 - 05.2018
Media Director
Miller Brooks, Inc
09.2012 - 05.2014
Media Director
EchoPoint Media
09.2007 - 09.2012
Media Supervisor
TenUnited/Engauge, Inc
09.2003 - 08.2007
Media Planner/Buyer
Stevens, Reed, Curcio, Inc
01.1996 - 12.2003
Bachelor of Arts - Communications
Purdue University
Master of Science - Higher Education (Administration and Leadership concentration)
Purdue University Global
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